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In today's challenging economic environment, marketers are seeking better ways to maximize ROI. One way is to leverage insights from both SEM and email to drive greater success across channels. In a recent article at Inside CRM, Ram Krishnamurthy and Brad Neelan offer up five strategies for using such a twin ... more
Heads-up, all of you out there who market to moms: Food mogul Nestlé is using Twitter to promote Juicy Juice—the super-popular, and now vintage, juice-box brand that caters to kids. Expect to see the pea-green pieces on mom-targeted sites like CafeMom and BabyCenter.com. Questions like "How do you stimulate your child's ... more
You might wonder whether the stories you tell in email marketing campaigns should be long or short. In a pair of posts from Chad White at the Retail Email Blog, you'll discover that it, well, depends. He offers two examples. According to White, Neiman-Marcus has been incorporating brief quotes from designers in ... more
Before you enter the relatively new frontier of social media, you need an action plan. Although the costs are low, social media tools require extensive maintenance to be effective. Your strategy needs to fit your corporate culture, resources, and customer expectations. Twitter is probably the best place to test the social-media ... more
There's something in the air. There are small and (dare we say) consistent signs that that the economic crisis has begun to level off. Many companies, while still implementing cost-cutting measures, are beginning to plan for growth. Phillip Lay, of TCG Advisors, writes in Under the Buzz: "Executive teams are ... more
As of June 13, Facebook has made it possible for users to secure a URL for both their profiles and any Facebook Pages they administer. Why this matters: Facebook is super-juicy SEO-wise. It's rich with content, oft-accessed, and constantly being updated. Securing a vanity URL with your name (for your ... more
"When your visitor arrives at your site," says Pete Caputa in a post at HubSpot, "they're most likely looking to solve a problem. In order to grab their attention and inspire them to share their contact information before they leave your website (and probably never come back), your … offers ... more
In a post at the Marketing Minute, blogger Drew McLellan admits he gets some rather strange mail. "But I have to say," he notes, "chocolate-covered grasshoppers might just top the list." The unusual package arrived from Grasshopper.com, which provides integrated telephone services, and McLellan praises the company for a well-executed ... more
Closing an IT sale is a complex process. But in most cases there is usually one pivotal sales presentation that can firmly seal the deal. Darrin Mourer, in a post on the Sales Engineer blog, offers recommendations to help you strengthen and prioritize the key components of your presentation. The ... more
Chad White of the Retail Email blog was impressed when he recently received an email from Lands' End with this subject line: Free Shipping + 20-50% off summer! Swim, shorts, polos and more. "I really liked this checklist approach to listing departments," he explains. "It feels less like it's pressing ... more
As marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are dead and gone. The conversation has changed. We must put ... more
Mailer Alert: A new Yahoo Mail feature—the "contacts button"—should make whitelisting even more important for email marketers. "You get a lot of emails, some good (from friends, family, even favorite interests that you've added to your Address Book), and a lot of not-so-important emails (special offers, newsletters, emails you rarely ... more
Right in time for the much-anticipated iPhone OS 3.0 Software Update debut on June 17, AdMob has introduced a slew of ad units that will help enterprising advertisers make the most of mobile marketing. Among the cool features to check out: Mobile social networking, which lets users access your ... more
"Value, desire, and price rule our lives as salespeople," says Mike Sigers in a recent post at the Simplenomics blog. When a prospect considers a purchase, Sigers explains, the product's value is determined by their desire. For all of us, he says, "If you desire something … it becomes valuable ... more
Different people have had different reactions to our hobbled economy. Some are heartsick over tough choices made to keep a company solvent; others might thrill to the thought of newly identified opportunities; most of us are probably experiencing a mix of concern and optimism. Whatever your perspective, it's likely you've ... more
"It's not all doom and gloom in the U.S. economy," Deb Riechmann says in a recent AP article. "Some products are bucking the recession and flying off store shelves." Folks still have to live—and indulge a little—even in a recession. That's the message of this report, which gives an overview ... more
In cooperation with Ball State University and the Email Marketers Club, ExactTarget studied 18 methods used by marketers to build an email list. Among the results published in its 2009 Email List Growth Study are these conclusions: The best method for email list growth is onsite registration; ... more
How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let Marketing know that (1) Marketing was just a ... more
To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products. more
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